Case Note · Anonymous account audit
Cost per inquiry: catching the keyword that spent ₺910 for a single lead
Account averages looked "fine". A per-keyword cost-per-inquiry analysis revealed a single keyword had spent ₺910 for exactly 1 inquiry. It was paused, and the budget moved to proven keywords.
The numbers are real account data; the business name is withheld for client confidentiality.
Situation
At the account level everything looked fine: reasonable click-through rate, reasonable average cost per click. The averages were hiding the waste underneath.
Diagnosis
When the analysis went down to keyword level, the picture changed: one keyword had spent ₺910 and produced exactly 1 inquiry. The same budget on proven keywords could have brought 6-7.
What was done
- Built a per-keyword cost-per-inquiry table; every keyword’s inquiries written next to its spend.
- The wasteful keyword was paused; similar risky keywords put under watch.
- Freed budget moved to keywords with proven inquiry records.
Results
Waste caught
₺910
on one keyword, for 1 inquiry
Action
24 hours
between detection and pause
Lesson
Averages are where waste hides best. You read the account line by line.
Facing a similar picture?
I review your account and show you where the budget leaks. The first audit is free.